Diversity Marketing
Diversity marketing recognizes the influence
of cultural programming and acknowledges that different consumer groups
have life experiences in different cultural and social settings.
According to the paradigm,
the main focus of marketing today should be to create effective communication
methods and a communication mix appropriate to each of the diverse groups
active in the market. Diversity marketing (or in-culture marketing)
is a marketing paradigm which sees marketing (and especially marketing
communications) as essentially an effort in communication with diverse
publics.
Because of this different cultural programming, the tastes, values,
expectations, beliefs, ways of interaction, ways of entertainment, and
lifestyle preferences of these groups tend to be different from others.
These differences require the creation of customized marketing strategies.
An acknowledgement of the
importance of diversity marketing is that AT&T have a post for this
discipline at vice president level.
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